COntent - personalized content creation by a marketer and a machine

In the COntent project, we explored the opportunities that generative AI offers content marketers and guided Flemish SMEs in applying it to their content marketing activities. The rapid emergence of new content-generation tools made this technology increasingly accessible, but at the same time led to growing complexity and uncertainty regarding its capabilities and sustainable use.

Against the backdrop of the public debate surrounding generative AI, the project addressed the need for clear and practical guidelines for Flemish businesses. The project aimed to provide Flemish SMEs, content writers, and communication and content agencies with:

• provide insight into how generative AI can contribute to the automation and optimization of content marketing activities;
• inspire and guide them in developing personalized textual content using detailed content generation case studies;
• raise awareness of the legal and ethical considerations associated with automated content generation.

The research offered a 360° perspective that integrated strategic, technological, legal, and ethical aspects. This resulted in a series of practical use cases and concrete guidelines that enable Flemish SMEs to deploy generative AI in a responsible and effective manner within their content marketing strategy.

The project was successfully completed and resulted in a variety of practical tools for Flemish SMEs. The key project outcomes include five step-by-step guides for detailed AI use cases, an AI compass, and an overview of legal considerations related to generative AI.